Spotify is steering music merchandise into a totally unexpected direction. So are Rap Caviar hoodies next?
Spotify is now steering its experimental ambitions into merchandise, with a playlist-inspired line of merchandise. Assuming this is part of a broader concept, the first playlist being merchandised is ‘mint,’ which revolves around EDM. The lineup was developed as part of an alliance with non-profit organization To Write Love On Her Arms (TWLOHA) to help benefit those struggling with mental illness.
Mint just surpassed 5 million listeners, making it one of the larger playlists on Spotify’s platform. That was enough of a reason to celebrate, and start pushing some paraphernalia.
A special store page on the TWLOHA website offers a t-shirt, tank top, rain jacket, and a fanny pack. The t-shirt and tank top use the playlist’s album art with ‘5M’ branded in the center, while the rain jacket and fanny pack sport the word ‘mint’ written in green.
You can buy all four items priced separately, or pick up all four by dropping a Benjamin for the cause (see above).
Spotify’s global head of dance & electronic music, Austin Kramer, says all the proceeds go to TWLOHA to help those struggling with mental health issues.
Kramer says his company wanted to “collaborate with a non-profit that is dedicated to presenting hope and finding help for people struggling with depression, addiction, self-injury, and suicide.”
The rollout closely follows the tragic suicide of Avicii, whose death put a spotlight on the rigors of being a successful DJ.
The merch collection was first made available through the Fans First initiative, which is an email program that connects fans with artists by offering access to presale tickets, special artist events, and exclusive merch (like this collection). It looks like this is the first time Spotify has created a merchandise collection based around a single playlist.
While the initial announcement was reserved for Fans First, anyone who wants to support TWLOHA and the fight against mental health issues can buy the merch or donate to the cause. Right now, the store page says that all four items are in a pre-order stage and are expected to start shipping in two weeks.